OMG, found the reason! I had a different firmware loaded on the ESP32 before and turns out once you connect a device and it's BONDED in the nRF app, the properties information is cached! I'm new to BLE and not sure how it works, but seems it's cached on the OS level, so it didn't work in Chrome as well. Once I removed BOND and re-scanned and re-connected, it started working perfectly. The GUIDs are now showing up on the phone in the same exact way as on the laptop.